A new report alleges Apple hopes to shake up the mobile advertising business, as competition grows between it and search giant Google. One analyst believes the rift could even potentially lead the Cupertino, Calif., company to embrace its rival, Microsoft, for Bing search.

Apple is likely looking to get a piece of the mobile advertising space on its own App Store, but is also looking to dominate ads on its forthcoming tablet from the get-go with the purchase of Quattro Wireless, one analyst told AppleInsider.